search query: @author Mathe, H. / total: 12
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| Author: | Mathe, H. |
| Title: | Le service mix = The service mix - its role in corporate strategy |
| Journal: | Revue Francaise de Gestion
1990 : MAR-APR-MAY, 78, p. 25-40 |
| Index terms: | SERVICE SERVICE MARKETING SERVICE MANAGEMENT CORPORATE STRATEGY DECISION MAKING ORGANIZATIONAL CHANGE |
| Language: | fre |
| Abstract: | Customer service today plays a major role in the success of companies producing and marketing durable goods. The importance of service in corporate strategic decision making is analyzed and from this the concept of "service mix" is developed. It is shown that "service mix" is more of an operating concept than traditional after-sales service and essential to facilitate the evolution towards maximizing product definition by the endorsement and is the "natural" complement of the marketing mix. As such, the service mix may constitute a factor for improvement of product characteristics and also of organizational changes. |
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